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FOREVER CHUCK – EXPRESS YOURSELF IN CHUCKS

(South Africa, May 23) This season, Converse continues to drive energy from the “Forever Chuck” global initiative, paying homage to the youth that drive culture forward and stands with Chucks. Deeply rooted in youth culture, the Chuck Taylor All Star has been and will continue to be, an ever-lasting symbol – never a trend. Continuing the narrative, today, Converse debuts “In My Chucks” as a continuation of the “Forever Chuck” narrative.

As part of this initiative, Converse partnered with several creators to give a glimpse of what they do in their Chucks.

Created by the agency partner AKQA, “In My Chucks” is an open invitation from the youth to the youth, from Mexico to South Africa, by telling compelling stories of real people who are driving the spirit of youth by simply being themselves. The people chosen all share Converse’s brand values and span a range of genres, appeal and authenticity and are collaborators who will focus on communicating compelling stories.

Focused on connecting with youth online, the campaign expands upon the spirit of the “Forever Chuck” message by bringing together bold individuals who pushes their respective scenes forward.

To inspire people to join the platform, Converse will announce 7 individuals, in 7 mobile format videos, who invite fans to create their own post of what they do in their Chucks.

The digital platform to create individuals’ posts will launch on Tuesday, May, 23. For more information visit www.inmychucks.com.

Converse Inc., based in Boston, Massachusetts, is a wholly owned subsidiary of NIKE Inc. Established in 1908, the Converse brand has built a reputation as “America’s Original Sports Company”ä and has been associated with a rich heritage of legendary shoes such as the Chuck Taylor All StarÒ shoe, the Jack PurcellÒ shoe and the One StarÒ shoe. Today, Converse offers a diverse portfolio including lifestyle men’s, women’s and children’s footwear, apparel and accessories and is sold globally by retailers in over 160 countries. For more information, please visit media.converse.com and follow @converse.

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